Translating brand strategy into a $4 billion business
In 2006, Symbol Technologies was acquired by Motorola for $4 billion and rebranded as Motorola Enterprise Mobility. Only 12 months prior to the acquisition, we were asked by Symbol to clarify the concept of Enterprise Mobility so it could be explained clearly to employees, customers, and potential suitors.
After a comprehensive program of internal interviews and global customer research, we developed a comprehensive Messaging Framework for Sales & Marketing to use when talking to customers, channel partners, and systems integrators about Enterprise Mobility.
We helped Symbol tell such a great story around Enterprise Mobility that Motorola changed the name of their Networks and Enterprise business to Motorola Enterprise Mobility following the acquisition.